Hearts & Minds: To fly the flag or stay under the radar – the comms dilemma in a world convulsed by tariffs

RESEARCH shows that most UK consumers want to ‘buy British’ amid concerns that increased tariffs will raise the price of imported goods. Some 71% of people responding to the poll said they wanted to purchase products carrying a ‘made in Britain’ label. Around two-thirds said they were fearful that imports would become more expensive. This is being repeated across the globe, with many shoppers now preferring local over foreign. 

In the protectionist environment, it presents companies with a dilemma: to proclaim homegrown and risk losing their international trade or to ignore and not cash-in on the new patriotic mood? In short, should they fly the flag or fly under the radar? 

In Britain, the government is clear. Rachel Reeves said: ‘In terms of “buying British”, I think everyone will make their own decisions. What we don’t want to see is a trade war, with Britain becoming inward-looking.’ The chancellor added if ‘every country in the world decided that they only wanted to buy things produced in their country, that’s not a good way forward. Reeves stressed the UK ‘benefited hugely’ from access to global markets, and continuing to do so was in ‘our national interest’. Again, leaders elsewhere will be taking a similar view. 

But that is the politicians. Corporations want to sell more products. Back to the comms and its framing. There is no harm in emphasising your origins. Inserting the words ‘British’ or ‘British-made’ in locally directed comms and promotional material is fine.

The same applies in other countries; there is plenty to be gained by saying in Australia, ‘made in Australia’ or ‘Australia-made’. Please, though, ensure you really are – brands have come a cropper in the past by saying they are something when they are not, it will be spotted and you will be pilloried. 

Don’t go overboard, don’t be too loud and brash. Just make sure stakeholders, the public, and the media receive the message. In terms of overseas, it was not long ago that you were favoured precisely because you were from abroad and you were making that a virtue. Just try not to wave it in their faces. You may, as is occurring, be taken off the shelves. There is little you can do about that, except hope to return as the climate improves – you cannot suddenly deny where you’re from. 

Sticking to flying, the captain has turned the fasten seatbelt sign on. There is turbulence ahead, but it will pass.